Great Dane has unveiled a new brand “evolution,” designed to represent the company’s focus on end-to-end solutions for the transportation industry—“a horizon defined by digital connectivity” through an integrated Great Dane ecosystem—and with new ways of thinking beyond the trailer.
Additionally, Great Dane has adopted a new "visual identity"—including a change to the iconic Great Dane logo.
“Our new strategic direction builds on our strengths, while maximizing our growth potential to ensure we are ready for an increasingly digital future,” Dean Engelage, president of Great Dane, said. “Great Dane’s bold, new brand design reflects our vision to seamlessly connect products, data, and services for a complete transportation solution.
“And we’re putting the people responsible for the transportation of goods at the heart of our brand.”
This new strategy highlights the connections within the Great Dane ecosystem, with a future-focus on trailer and truck body innovations, telematics, and enhanced aftermarket services.
“By dedicating our resources to people, products, and data-driven services today, together, we are able to deliver on the promises of a digital tomorrow,” said Great Dane VP of Commercial Excellence Brandie Fuller. “That is what this brand evolution is all about. It is what Great Dane is all about.”
To honor the 120-year heritage of the company, the emblems on the back of Great Dane trailers and truck bodies will remain as part of the visual identity, Great Dane noted.